The Power of Imagery: Your Park’s Visual Story

Overview:

Sondra Shannon, CEO of Gatemaster Technology, recently sat down with Stephanie  Tassone, Owner of Stephanie Tassone Creative, to discuss the critical role of visual storytelling in the attractions industry. 

Insights from This Live

• You don’t need a Hollywood budget:
  Stephanie stressed that creating high-quality visual content is achievable for parks of all sizes. A single, well-planned, eight-hour photo shoot can yield enough content for multiple seasons.
• Maps are more than a tool:
  A park map is not just for navigation; it’s a powerful marketing asset that provides a full, bird’s-eye view of the park, generating excitement and helping guests plan their day.
• Authenticity builds trust:
  By showcasing real guest and staff interactions through video and photos, parks can create an authentic, welcoming brand image that makes guests feel they know what to expect.
• Consistency is key for social media:
  Frequent, consistent posting on social media is crucial for maintaining top-of-mind awareness and improving a park’s organic reach.
• The human touch is irreplaceable:
  While AI can be useful for tasks like writing captions, Stephanie cautions against its use for generating imagery, as it often lacks the genuine, human element that makes visuals powerful.

Notable Quotes

• “I think what I do for parks is so important because there’s lots of different parks out there, but we’ve got to find ways to make your park unique.”
  – Stephanie Tassone
• “You really don’t need a super large budget to be able to create powerful imagery, and videos.”
  – Stephanie Tassone
• “It’s never too much…Just post like nobody’s watching, because you’ve got to stay top of mind.”
  – Sondra Shannon
• “It’s a beautiful industry in that we do have these connections, and we have these very long relationships.”
  – Sondra Shannon
• “I really think maps are so important because when someone is coming to your website…they’re never really getting a full view of what your park has to offer. And that’s what maps do.”
  – Stephanie Tassone

Stephanie Tassone Creative’s Approach

Stephanie’s design and photography business focuses on helping attractions tell their visual stories. Her approach emphasizes creating cohesive and authentic imagery across all platforms, from billboards to websites. She believes this consistent visual story ensures that when guests arrive at a park, their real-world experience matches the fun and excitement they saw in the marketing materials. Stephanie’s unique background, which  started as a lifeguard and evolved into a marketing director, gives her a deep, first-hand  understanding of the industry.

Improving the Guest Experience

Sondra and Stephanie both highlighted that the guest experience begins long before a visitor enters the park. An outdated map, for example, can be a major source of  disappointment, as it can mislead guests about current attractions. Conversely, an  updated, clear map can be a powerful tool for guests with accessibility needs, allowing  them to confidently plan their visit. The conversation also focused on the importance of creating a fun environment for staff, as happy employees are more likely to create positive, lasting memories for guests.

Connecting with the Speakers

We hope you enjoyed this insightful recap! For more deep dives into marketing, leadership,  and the attractions industry, be sure to connect with our speakers: